Ao Toque de Garoto was created by Content Studio Nestl Ogilvy
Content Studio Nestl Ogilvy launched an initiative called “Toque de Garoto”, involving the Brazilian brand of chocolates with more than 90 years, aiming to highlight the variety of bonbons to suit different consumer profiles.
The films brought the narrative of the TikTok trend when a person approaches a character offering something with a closed hand. For this construction, videos will be presented with an actor who surprises his grandmother with a Garoto bonbon. The whole dynamic happens with a person going towards the protagonist with a closed hand, greeting with a punch, and when the hand is open, it reveals one of the Garoto brand bonbons.
“The variety and history of such a Brazilian brand allow us to play with the public, and bring us closer to the consumer in a light and relaxed way”, says Samantha Bull, head of Content Studio Nestl.
The agency and the client sought to highlight, through this case, how the Garoto brand is diverse, reaching different generations and palates simultaneously, which makes it one of the largest chocolate manufacturers in the world. “Toque de Garoto” reminds us that a brand created in 1929 remains one of the most loved by Brazilians until now. These creations are part of a global pilot project, in which various contents are being tested in partnership with selected retailers.
All the contents produced are targeted pieces with a CTA call to action, for purchase directly from two commercial partners: the first Muffato (focus on Curitiba, Paraná) and the second, Nordesto (focus on Natal, Rio Grande do Norte). The final objective of PILOT is to measure the conversion power of the contents and increase the company’s sell-out through the materials.
